In this era where distractions are everywhere, it takes a lot to keep people interested. That’s really the challenge for print distributors and promotional pros. You need to offer something that captures attention and maintains positive brand association, whether it’s from continued usage or the staying power of a positive first impression.
To do that, you need to stay aware of the products hitting the market and – perhaps most importantly – what new consumer trends are dictating demand. Suppliers have shifted their product rollouts to meet those needs, with many of them going for the more retail- and streetwear-influenced “drops,” where smaller batches of products are released throughout the year at a steady rate. That’s what Brian Porter, chief revenue officer for Counselor Top 40 supplier Starline (asi/89320), says has worked in recent years for the company.
“We bring on products monthly, as they’re available, to give our distributor partners consistently something new,” says Porter, a member of Counselor’s Power 50 list.
As 2026 begins in earnest, here are the trends in retail and beyond that influence what your clients and their end-users are looking for.
Function and Quality
Debbie Disparte, director of product innovation and sustainability for Counselor Top 40 supplier Koozie Group (asi/40480), says one of the biggest product trends she’s noticed has been what she calls “transformative products.” These are things that she says can have space-saving qualities, multiple functions or even simply high perceived value. Think of a multi-tool that allows for less clutter in the garage, or even a high-quality Bluetooth speaker that becomes a decorative piece on its own rather than simply utilitarian.
When a branded item has greater function and value beyond simply being an advertisement, it can also counter the narrative of promotional products being “wasteful” – something distributors have continued to contend with. In fact, according to Counselor’s 2025 State of the Industry report, 31% of distributors said they were concerned about clients developing more negative attitudes about using promo products. The figure increased eight percentage points compared to the prior year.
“The younger generation that’s coming into the corporate world right now is very much concerned with the environment, climate change and overconsumption,” Tessa DeMuth, strategic account executive at Meridian Promotions (asi/259660) in Loves Park, IL, told Counselor as part of the report. “There’s a whole TikTok push toward ‘underconsumption core’ and using up what you have before you buy more.”
By providing something that has a place in the end-user’s daily routine or their space, it stops being just a promotional product.
Rick Phillips, who oversees marketing for Prime Line (asi/79530), says that one way to accomplish that is through partnerships with premium brands. Some of the products that his firm is launching this year comes from one of the biggest names in drinkware and outdoor products: YETI. Prime Line will expand its collection of YETI products including dog bowls and stackable Rambler mugs, and will incorporate new colorways to keep things fresh.
“These are products people use for years and actively desire,” Phillips says. “Items like the dog bowl and stackable mugs expand the brand into new lifestyle categories – pet, home, office – increasing daily brand visibility.”
In the tech sector, Phillips says that keeping up with the continued evolution of functionality will allow distributors to make sure their end-users hold onto the products.
“We’ll continue to see the tech category evolve,” Phillips says. “Better and faster wireless charging, high-capacity power banks, wearable health and wellness accessories. We’re also seeing travel products pick up, especially in tech.”
On the apparel and accessories side, distributors need to stay on top of current trends influenced by retail and the runways.
Jeffrey Trinh, director of growth for Counselor Top 40 supplier Otto International Inc. (asi/75350), says that in the headwear space especially, the increased influence of streetwear in golf has come to the promotional space. Namely, the rope cap is big.
“Fueled by the golf and outdoor lifestyle boom, vintage-inspired rope caps are massive right now,” Trinh says. “They offer a nostalgic, retro vibe that appeals heavily to Gen Z and millennials.”
Stay on Top of Current Events
For America, 2026 is a big year. For starters, it’s the 250th anniversary of the signing of the Declaration of Independence – the Semiquincentennial anniversary, for those who like big words. With that, there’s ample opportunity for themed events, especially revolving around July 4th. And with that sense of patriotism comes a demand for domestically manufactured products, Disparte says, which is something Koozie Group has intentionally focused on for new products.
“Momentum behind Made-in-USA products will keep rising,” she predicts.
But, there’s another summer event that suppliers and distributors are keeping their eye on, which will attract enormous crowds across the country: the 2026 FIFA World Cup.
“With North America hosting the World Cup – the world’s biggest sporting event – sales for soccer items and gear are expected to be very strong,” Disparte says.
Both of these events that will draw huge tourist crowds can create an opportunity for souvenir hunters.
“Novelty products are trending,” Phillips says, referring to smaller promotional products without such a high perceived value. These can be small items that you receive at a trade show booth or as a mass giveaway at an event. In this instance, distributors don’t need to be as concerned with superior quality and can instead focus on affordability and availability. “We’re seeing growth in the $2-$5 range,” he continues.
Items like Prime Line’s recently added All Access clear stadium drawstring bag (BG221) fit the bill as an affordable choice with use during sporting events and other activities where bag policies might be in place, but still allowing for brand visibility thanks to an imprint.
Across the sports world, Phillips says that Prime Line is pushing its pickleball product category hard in 2026, as the sport continues to gain steam across all ages thanks to its low barrier for entry and strong sense of community.
“Pickleball is a hot new market,” he says.
The Comforts of Home
For Starline, towels and blankets were the primary focus of 2025, tying in with the theme of transforming any space they’re used in – particularly the home. Blankets especially fulfill this “transformative” quality by being something that can decorate a space, either with overt branding for hotels or more subtle branding for the home, with a product that people use on a regular basis.
“We’re going to continue to expand that category,” Porter says.
One of the recently released products in that category is the Pro Vision sherpa plush blanket (PVSP5060SL). For more subtle logo placement, and a more delicate silhouette, Starline launched its Riviera EnviroFibr throw (RVT5060SL).
Sustainability In Focus
At this point, eco-friendly products and sustainability are no longer trends. They’re just the way of doing business now. Customers across the board want products that are environmentally sound, and firms like Prime Line keep that in mind for every product release they do.
“Sustainable and eco-friendly products will continue to trend: recycled materials, recyclable, ethically sourced,” Phillips says. “We ensure that all layers in our supply chain are documented to our sustainability policy. For example, for recycled material claims, we require Global Recycle Standard. Prime Line is in the process of getting FSC certified. Our MO with sourcing product is if we can obtain certified recycled materials versus non-recycled, we will.”
Prime Line has items for everyday use with sustainable materials on the way, like the Prime Line Osborne eco-friendly weekend duffel bag (BG233), which is made from recycled polyester, or the Osborne eco-friendly utility collapsible tote bag (TB150), which ticks the box of saving space by having plenty of carrying capacity, but taking up a minimal footprint in a closet or small apartment.
Promo suppliers don’t anticipate any industry-shifting new trends. Really, each year is about incremental changes. The key is finding a way to incorporate common items and existing product categories into a campaign that focuses on usability, sustainability and timeliness.
